Exclusive! Inside Tonight’s 3.1 Phillip Lim For Target’s Massive Installation

Fashion Week has officially descended upon Manhattan, but today's most anticipated event isn't a runway show, but rather an exhibit in celebration of the 3.1 Phillip Lim for Target collaboration, which will officially hit stores on September 15. Target is notorious for throwing a good launch event (Prabal Gurung's staged a full carnival, complete with rides and taco trucks — for good measure), but after getting a sneak peek at what it has got planned for tonight, we can honestly say that you've seen nothing yet.

With doors opening at 7 p.m. tonight for members of the press and industry insiders, the installation tonight will consist of the longest cinemagraph ever made (a digital image with moving parts) that's completely interactive. A gust of wind will take on a section of the screen as you blow on an apparatus, a friendly face will pop out behind a column as you yourself lean left or right, and a cheeky Phillip Lim himself will turn around in his seat to take a selfie with you once you step up to his spot…among a half-dozen more spots for play. Loved science museums as a kid? Combine that sort of fun with fashion and cocktails, and you're literally going to have to drag us out kicking and screaming.

Taking over four months to produce, the shoot took place over six cities (remember this?) to represent a full day-to-night span across the United States. And that 24-hour panorama isn't by accident. The 3.1 Phillip Lim collaboration is made with all-day dressing in mind. Starting with an early morning in L.A., swinging through to Dallas, Toronto, Chicago, and Miami, and wrapping up with a 5 a.m. cab hail in NYC, the Peter Funch-shot cinemagraph will take you through the entire collaboration from pajamas to party dresses. Says Phillip, "When I was designing this collection, I thought about 24-hour style and what a person is wearing, where they are going and what they would want to change into throughout this busy day. I wanted the person wearing this collection to be ready for all phases of life and feel great in what they are wearing!"

Take a look at the exclusive images we snagged amidst the chaos of installation…and see if you can spot a certain EIC and creative director while you're at it. And if you're making it tonight, we'll see you there — we'll be the ones with our jaws on the floor, waving our arms to try and make the Manhattan Bridge lights turn on.